The In-Person Handshake is Here to Stay, and We Couldn’t Be Happier

Even prior to the COVID-19 pandemic, companies across all industries had started to question the traditional tradeshow, wondering if they still made sense in our digital world. The cost to participate in a show, including sponsorship and exhibition cost, is a big expense. In March of 2020, when all in-person tradeshows came to a crashing halt, we saw a gradual shift to virtual events … some of which were successful, while others left a lot to be desired.  

With the first major in-person, US-based tradeshow taking place last week at MD&M West in California, many companies wondered if they would see their return on investment. Despite the uncertainties leading up to the event, and a lower attendance rate, by the end of the week, it was clear to our team—tradeshows continue to bring a lot of value! Here’s why:  

1. Industry buzz. When attending a show, it’s easy to walk away and pinpoint exactly what the industry is buzzing about. MD&M West was no different. It was clear that the theme of sustainability was hot this year. MD&M West’s Center Stage was stacked with speakers discussing sustainability in the industry and how it may evolve in the coming years.  

After a long stretch of no in-person tradeshows, MD&M West reminded us all of the importance of an in-person handshake, fist bump, or wave. It was a great week, and it was so good to see so many of our friends and colleagues come out.